Co-owner and marketing director of hot Aussie denim label NEUW Denim, Richard Bell chats to us about getting started in the fashion industry and how running a denim brand is like being in a band…
RESCU: How did Neuw the label first come about?
Richard Bell: NEUW was founded by three friends with the same motivation: to create a considered, independent denim brand. We are passionate about progressive youth culture. Why, because the questioning of the past, parents and peers. But mainly for the fact we live for the present. The concept behind the brand originated from our head designer, Par Lundqvist’s extensive vintage denim collection. This collection contains iconic pieces from the last 100 years of denim history. The idea to build this brand concept, started to take form while Par lived on Nieuwlandstraat in Brussels, Belgium, hence the brand name.
RESCU: How did the three of you meet? Was denim fashion design something you all always wanted to get into?
Richard Bell: We met working for 1 of the biggest denim brands in Hong Kong at an international conference. It was clear from after a week together, we all worked hard..But ‘played’ harder.
RESCU: The philosophy behind Neuw is fundamentally based on heritage denim influences and then re-designing these for modern times. Why is this denim legacy so important for Neuw when it comes to designing new collections?
Richard Bell: We don’t think we should waste anyone’s time by presenting jeans that arent considered and or steeped with heritage. We also have a love for vintage denim and the times when jeans were crafted.
RESCU: How do you ensure each Neuw collection is bringing something different to the overall brand?
Richard Bell: Running a denim brand is like being in a band.The best bands (we think) are the ones that have a burning passion for roots music and the rebellion,aesthetic and lifestyle connected to it. They take us and the music to new places by experimenting and playing with the original, raw sounds and rhythm.We aim to create our ranges like this, always keeping it fresh.
RESCU: What is the inspiration process you go through to come up with a new campaign?
Richard Bell: It comes from the inspiration for the denim range of that season. There is so much thought and passion that goes into the pieces in each season. For example the inspiration of the ‘Sharp’ denim range by the pictures of the 1950’s American photographer Bruce Davidson.
RESCU: You’ve had quite a successful year and you’re now in the process of launching two new labels, ‘Rollas’ and ‘A Brand’. Why was this an important venture to take and what can we expect to see from these new sub labels?
Richard Bell: Its hard to expect that one brand can span the market. NEUW is so pure in its denim approach and is niche. Rollas is a collaboration between the amazing denim couple Andy Paltos and Sarah Gilsenan and Founder of the denim icon brand Faberge (and a Threebyone Pty Ltd owner) From Rollas you are going to see the sexiest Aussie denim brand that a cool coastal feel…A.Brand is inspired by Tripping and travelling. All are such great brands and compliment the 3×1 stable so well. Its going to be a big and exciting year!
RESCU: The growth of Neuw has also skyrocketed lately on an international level with Urban Outfitters, Bloomingdales, Fred Segal in NYC and ASOS UK taking on the label. Was this something you always wanted for the label and where do you see the brand in 5 years from now?
Richard Bell: To be honest we didn’t focus much more than just trying to make the best jeans we could…we are clearly passionate about denim and don’t mind stirring some shit up. Most of the international business has come from people chasing us up. In 5 more years I hope that it isn’t much different… just keep doing good products and having an interesting life.
RESCU: Neuw is renowned for being opposed to mass production and consumerist culture. How do you ensure the continuous growth for the label whilst at the same time balance these core values?
Richard Bell: We try to be as responsible as possible with production and of course social responsibility as well. But again to be honest the manufacturing of most garments or widgets or whatever these days isn’t the best way to spend your life. I did once work for a big footwear business many years ago, and I cant get those images of hundreds of people lined up on production lines out of my head…. On growth, we don’t plan on getting too much bigger here. We plan to get more from less hopefully.
RESCU: What are the biggest denim trends for summer and 2013?
Richard Bell: Looser fits, distressing… But I cant give away all the secrets….
Check out the NEUW Denim range at neuwdenim.com
